Compendium of Digital Optimization

e-Marketing experts connected with Ideo developed this free e-book. The are: Wojciech Szymański, Dominika Śliwa, Łukasz Szymański, Tomasz Kwiatkowski and Kamil Ziomek.
7 August 2020

Digital Optimization is a compendium that takes readers to the world of digital optimization. And this one, as we know, has become an inseparable element of business and its operational processes. The e-book has been prepared by specialists - Wojciech Szymański, Dominika Śliwa, Łukasz Szymański, Tomasz Kwiatkowski, and Kamil Ziomek.

The proposed approach to the topic of digital optimization has been classified into twelve steps.

The first issue is digital integration presented on four levels, along with the ways to achieve the intended effects. Practical and basic marketing and sales aspects were also mentioned- such as work in several marketing systems and the problem with attributing conversions. The study also mentions the benefits of implementing digital integration, for example reducing the cost of data management. Another issue is making the enterprise a learning subject. One of the elements of a learning organization is to create conditions for workers' development, with particular emphasis on team learning. The third step is related to reacting to changes and efficient management in the organization. The authors list key elements connected with the idea of ​​agile organization, including strategy (e.g. sharing ideas, flexible resource management), structure (e.g. integrated employees) and technology (e.g. testing tools). In this part, reader will learn how to optimize this area in ​​the company and the main problems that may occur as a result of implementing changes.

The methodology for introducing planned tasks in the PCDA Plan-Do-Check-Act model consisting of planning, execution, checking and application was discussed in the fourth step. You will also see how PDCA planning works. The next part of the e-book relates to combining online and offline marketing channels and lists the basic directions of their integration (including giving out discount coupons for online use, mobile applications encouraging to offline purchases). You will also get information on measuring traffic flow from offline to online. The sixth step relates to developing your own methods of managing marketing channels. It aims to draw attention to the necessity to adopt a model of dividing marketing channels and indicates such methods together with the promotion instruments in the marketing mix. In this part, you will learn how to choose optimal marketing channels, which take into account key functions, develop a persona of the ideal customer, define the target group, create a Customer Journey and Customer Journey Map.

In part seven is shown issue of vanity metrics that are misleading and are attractive for a number of the wrong reasons. The method of detecting vanity indicators and help diagnosis them by presented questions.

The next topic is the development of the most important indicators, i.e. KPI and CSF. It turns out that marketing activities can be effective, and at the same time not successful at all. One of mentioned example is an e-mail marketing campaign for an online shop with a CTR of 30% which did not lead to any sales. The ninth step concerns analytical and managerial dashboards and the differences between them. The tenth is related to the analysis of ROI (Return On Investment) and ROAS (Return On Ad Spend), and precisely describes both of them.

Stage eleventh deals with the Conversion Rate Optimization model. Two main approaches to conversion optimization are mentioned - one of them is focusing on testing and the scheme of working with customer needs.

The last part is a comprehensive discussion of increasing the effectiveness of digital channels. The authors focused on: positioning (types, choosing key phrases, building a long tail, factors influencing on SEO), Google Ads campaigns (tips- concern for example Smart Bidding, data attribution, intelligent campaigns), content optimization, content, including inbound marketing , website (online store descriptions, automation, responsiveness) and marketing automation.

This is just an outline of the content prepared by Ideo and Ideo Force specialists. We encourage you to read the whole thing, especially if you are planning or already starting the implementation of the digital optimization process in your enterprise. You can download the Digital Optimization e-book (in Polish) from our website:

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